Digital applications with added value
“Social-Objects” as a brand extension for companies using the example of the Steel Service Center Stahlo.
„Stahl steht am Beginn einer Vielzahl von industriellen Wertschöpfungsketten. Die Transformation der Stahlindustrie ist daher die Voraussetzung für eine Dekarbonisierung der gesamten Prozesskette.“
Hans Jürgen Kerkhoff, Präsident und Hauptgeschäftsführer der Wirtschaftsvereinigung Stahl sowie Vorsitzender des Stahlinstituts VDEh a.D.
Brand-Strategy
A unique selling proposition, values, mission and vision are crucial for corporate communication. In view of challenges such as climate protection targets, social networks, artificial intelligence and global developments, they need to be reinforced by special measures. This is where the dynamic positioning of 'brand extension' comes into play: it paves the way for an authentic communication strategy that goes far beyond the brand essence. A strategic path is developed with innovative applications, the so-called Social-Objects. This strategy brings the communication of the steel industry and the central topic of climate change directly into the hearts and minds of people through convincing applications.
Lighthouse-Project
Radiance for the industry. In collaboration with Stahlo, three social objects were developed that build on one another and not only ensure greater transparency in the steel industry, but also initiate pioneering communication. These innovative tools set new standards and inspire the entire industry to be more open and engage in dialog.
2021
Social-Object 1
Classification label
The first social object is a digital application that displays the CO2 footprint of steel coils.
2022
Social-Object 2
Steel Gate
The second Social-Object presents a blockchain-based platform for the transparency of the entire steel supply chain.
2023
Social-Object 3
Stahlo Steelcompass
The third Social-Object, the Digital Material Passport (DMP), is a blockchain-based, tamper-proof certificate: it was developed as part of the Stahlo Steel Compass, which helps customers to “green” their steel portfolio.
With the innovative Social-Objects for Stahlo, mapmovingstory won the German Brand Award in 2024 in the categories “Brand Strategy - B2B” and “Lighthouse Project of the Year” for the groundbreaking topic “Green Steel & Transparency in the Steel Industry”.
German Brand Award Website here.
Ausblick
Cardano
Eine Open-Source-Blockchain und ein wissenschaftsbasierter Rahmen für die Kohlenstoffbilanzierung in der Stahlindustrie.
Success
Success
All of these measures increased the discussion about Stahlo and the necessary, practicable transparency in the steel industry. Stahlo is positively associated by customers with the goal of transparency in the steel business and is recommended as an opinion leader on the subject.
Stahlo connects people, resources and technologies! This proves that the company has become a trustworthy partner and independent expert in this field.
Mapping Services
Corporate Branding, Brand-Extension
Moving Instruments
Interviews
Business Canvas
Positioning & Values Compass
Social - Objects
Stories & Results
Brand extension
Opinion leader on the topic of green steel
New corporate identity
Successful positioning & communication on the market
High level of attention from stakeholders and media
Re-branded multi-channel appearance such as website, company brochures, social media and trade fair
Content production of photo, film, infographics